5. 5
I am here to:
H E L P
…Hear, Educate, Learn and Prepare
[HELP – Hear what Prof. Litwin says so you
can be Educated to Learn, which will
Prepare you for your future. You’ve come to
Rowan University to learn. You leave here to
serve.]
9. 9
You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
10. 10
Public Communication
• Public communication is at the heart of our economy,
society and politics. Studios use it to promote their
films. Politicians use it to get elected. Businesses use
it to burnish their image. Advocates use it to promote
social causes.
• It is a field built on ideas and images, persuasion and
information, strategy and tactics. No policy or product
can succeed without a smart (strategic) message
targeted to the right audience in creative and
innovative ways at the ideal time using the proper
channel. The ability to communicate this way – to
communicate strategically – is what Public
Communication is all about.
12. 12
MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
16. 16
Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
relationships
• Through an understanding of audience
attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
18. 18
Advertising 101
• Paid
• (Non)-personal communication
• From identified sponsor
• Using (mass) media
• To persuade or influence
• Audience
(Paid – Controlled)
21. 21
Edward Bernays’
Public Relations Functions
• To interpret the client to the public, which
means promoting the client
• To interpret the public to the client, which
means operating the company in such a way
as to gain the approval of the public
• To act as a public service
• To promote new ideas and progress
• To build a public conscience
Crystallizing Public Opinion – 1923
22. 22
Ivy Ledbetter Lee’s
Public Relations Principles
1. Tell the truth
2. Provide accurate facts
3. Give the public relations director
access to top management so that
he/she can influence decisions
24. 24
Managing Public Opinion
Public relations practitioners…
– Assess public opinion
– Influence public opinion
It is our responsibility to MANAGE
public opinion!
25. 25
ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
26. 26
Another “A” = Accountability
More on this particular
“A”
in a moment.
28. 28
CBAs of Strategic Communication
• Conceive = Head
• Believe = Heart
• Achieve = Hands
29. 29
Another “A” = Accountability
• Controlled autonomy
• Answerable
• Responsible
• Being a source or cause
• Able to be trusted or depended upon
• Reliable
34. 34
Accountability’s – Bottom Line
• Senior managers want marketing managers to
prove that their marketing is effective based on:
– Sales increases
– Percentage share of the market the brand holds
– Return on Investment (ROI)
• Agencies are creating departments to help
marketers evaluate the efficiency and
effectiveness of their marketing communication
budgets.
39. 39
Are you a brand champion?
• Brand champions deliver what they
promise – and more. Delivering helps to
achieve…accountability.
• Accountability leads to synergy.
40. 40
Double Bottom Line
• First Bottom Line
–Build Relationships
• Second Bottom Line
–Profit – or, accomplish your Goal
41. 41
Triple Bottom Line
• Pat Jackson’s DBL – plus:
• Third Bottom Line
–Revenue>Controlled Costs=Profit
42. 42
Fraser Seitel’s “Real” Bottom Line of PR
• “Our fundamental role in PR is to defend and
promote and enhance and sustain the
reputation of our organizations.”
• “Our job in PR is to help ensure that that
objective is achieved…through proper
performance – effectively communicated.”
48. 48
Communication
• …is shared comprehension (two way)
• Four Essential Elements/Communication Model
– Initiator (Sender/Encoder)
– Carrier (Message)
– Receiver (Decoder)
– Feedback (Is clarity being achieved?)
[If the message is not being received as intended,
it is your fault. Leaders whose messages are not
changing behavior are not true leaders.]
49. 49
Principles of
Authentic Communication*
• Truth
• Fundamentality
• Comprehensiveness
• Relevance
• Clarity
• Timeliness
• Consistency
• Accessibility
• Responsiveness to
feedback
• Care
50. 50
Principles of
Authentic Communication*
• Truth – being accurate and factually
correct.
• Fundamentality – dealing with the core
or essential issues and information.
• Comprehensiveness – telling the
whole story, including the meanings and
implications of the issue in question.
51. 51
Principles of
Authentic Communication*
• Relevance – taking into account and making
connections with the interests of the parties
involved.
• Clarity – using language that is appropriate
and understandable for those involved,
explaining technical terms, organizing and
illustrating the information logically and
understandably [clear, concise, complete,
consistent, specific, simplistic.]
52. 52
Principles of
Authentic Communication*
• Timeliness – providing information when it is
known, leaving sufficient time for response
prior to decisions or actions.
• Consistency – not opposing or contradicting
your own or your organization’s other words
or actions.
• Accessibility – making information, relevant
sources and opportunities for discussion
easily available to all parties; assuring
physical accessibility to meetings.
53. 53
Principles of
Authentic Communication*
• Responsiveness to feedback – engaging in
two-way communication, seeking others’
views and concerns and allowing those
concerns to influence the organization’s
actions.
• Care – showing respect, concern and
compassion for the circumstances, attitudes,
beliefs and feelings of other parties.
* Bojinka Bishop, Ohio University
54. 54
Principles of
Authentic Communication*
• Truth
• Fundamentality
• Comprehensiveness
• Relevance
• Clarity
• Timeliness
• Consistency
• Accessibility
• Responsiveness to
feedback
• Care
58. 58
Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
59. 59
Synergy’s Parts
• Advertising
• (Sales) Promotion*
• Public Relations*
• Direct Marketing
• Cause Marketing
• Sponsorship (Partnering)
Marketing
• Positioning (Place)*
• Personal Selling*
• Price*
• Product itself*
• Packaging*
• Policy*
• Politics*
• Mind Share
(Brainstorming –
Intellectual Property)
• Brand Identity
• Interactive
* Litwin’s 9 P’s of Marketing
64. 64
Public Communication
• Public communication is at the heart of our economy,
society and politics. Studios use it to promote their
films. Politicians use it to get elected. Businesses use
it to burnish their image. Advocates use it to promote
social causes.
• It is a field built on ideas and images, persuasion and
information, strategy and tactics. No policy or product
can succeed without a smart (strategic) message
targeted to the right audience in creative and
innovative ways at the ideal time using the proper
channel. The ability to communicate this way – to
communicate strategically – is what Public
Communication is all about.
67. 67
MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
68. 68
More On MAC Triad Plus
Some Key Communication Terms
• Propaganda
• Manipulation
• Stakeholders vs. Stockholders (To deliver
message, we must know the difference)
72. 72
Target vs. Niche
Target
• Audience you want
to reach
e.g. High school
students
Niche
• Narrowly defined
audience
e.g. White, high school
girls of divorced
parents
74. 74
Features and Benefits
Features
• Important
characteristics of a
product or service.
Stress features to active
audiences.
Benefits
• The quality of product
or service that
supplies satisfaction
or need fulfillment to
the consumer or
audience member.
Stress benefits to passive
audiences.
76. 76
Bargain
When the value exceeds the cost.
Remember, you only get what you
pay for – but most times you don’t
even get that!
77. 77
Persuade vs. Convince
• Persuade
– Change of mind or attitude (for a short time)
– When you persuade someone, you get them to act
without convincing them
• Convince
– Change of heart and mind (long term)
– When you convince someone, you actually get
them to believe something else
78. 78
Persuasion Pointers
• Know your audience
• Know what you can accomplish
• Anticipate objections/dispel them
• Establish mutual goals/a common ground
• Give options/choices
• Be clear
• Be familiar
79. 79
Persuasion cont.
• Use problem/solution format
• Stress rewards/benefits
• Control the tone
• Clinch your argument
• Ask for what you want
• Leave (impression) something to
remember
82. 82
Key Communicators
• Who Needs Key Communicators?
• Who Should be a Key Communicator?
• Starting a Program
• An “Authorized Grapevine”
(Consumption Pioneers – Connectors –
Leaders of People – WOMMP [Word of
Mouth Marketing Program])
83. 83
Alternative Media
• Radio
• Television
• Internet (and Interactive – Web 2.0/Blogs/Wikis)
• iPod® (Podcasts, etc.)
• Vcasts®
• Cell Phone
• iPhone ®
• Digital Signage
• Aroma Marketing
• WOMM
• Silent Publicity
84. 84
Alternative Media
• Cross Platform
– Print
– Digital Signage
– Wireless
– Broadband
– TV
• Convergence of Distribution
– Multiple Platforms
85. 85
Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Loyalty, Judgment, Trust, Ethics, Integrity.
• Always be ethical – open, honest, thorough
and valid – the “corporate conscience.”
106. 106
President Carter…
“Leaders whose messages are not
changing (or reinforcing) behavior
are not true leaders. In fact, they
are ‘MISleaders’.”
107. 107
Leaders
• Choose to lead by stepping out of the
darkness and taking others with you.
• Make decisions they have to make even
when they might have dangerous
consequences
108. 108
In the Eye of the Storm:
Lessons in Leadership
A real life example of Leadership
From Les Hirsch – CEO
Touro Infirmary
New Orleans, Louisiana
109. 109
Leadership
Requires Courage, Tenacity, Perseverance and Mental
Toughness
Must Make Difficult Decisions
Must be Inspirational and Create Hope, Optimism and
Enthusiasm for the Future
Never, Never, Never Give Up………
110. 110
“Retreat,…Hell…We’re Just Advancing in
Another Direction”
* Quote From a US Army General in Korean War after being asked about withdrawal
Friday:
September 2, 2005
112. 112
Know Your Destination…
Hit the ground running…and…be sure you
are going in the right direction!!!
But remember – It’s the journey, not the
destination.
126. 126
Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Always be ethical – open, honest, thorough
and valid – the “corporate conscience” (CCO
= Corporate Conscience Officer or Chief
Communication Officer)
127. 127
And above all…
Are you willing to tell the boss what
he/she needs to hear rather than
what he/she wants to hear?
That is how YOU will get a seat at
the table.
128. 128
Six Cs of Writing Assessment*
• Clarity – Say what you mean, mean what you say
• Correct – Avoid errors to avoid confusion
• Connection – Engage your reader
• Compelling – Motivate an action
• Conviction – Live on branding
• Consistency – Stay on message…always
[Remember: When you make people work,
they stop reading!]
* Roger Shapiro – Write Right – Mitchell Rose Communication
130. 130
Basic Principles of Effective Presentations
1. Relate your identity to help create an
image
131. 131
Basic Principles
1. Relate your identity to help create an
image
• Know the difference between identity
and image.
• Persuasion – the activity of creating,
reinforcing, modifying or extinguishing
beliefs, attitudes and/or behaviors.
• Logo not ego!
132. 132
Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
• Credibility – is in the eye of the beholder.
133. 133
Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
134. 134
Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
4. Maintain a positive attitude
135. 135
Basic Principles of
Effective Presentations
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
4. Maintain a positive attitude
5. Demonstrate leadership listening
142. 142
Audience Analysis/Worksheet
1. Identify your audience.
2. Analyze your audience demographically.
3. How well does your audience understand
the issues (or topics) you wish to discuss?
143. 143
Audience Analysis/Worksheet
4. What is your audience’s attitude toward
your agenda?
5. What does your audience need to know or
believe in before you can change its
behavior? (What’s in it for them?)
6. To what type of arguments is your audience
likely to respond?
144. 144
Key Communicators
• Who Needs Key Communicators?
• Who Should be a Key Communicator?
• Starting a Program
• An “Authorized Grapevine”
(Consumption Pioneers – Connectors –
Leaders of People – WOMMP [Word of
Mouth Marketing Program])
148. 148
Division of University Advancement
Executive Vice President for
University Advancement
Alumni
Relations
Development Marketing Major Gifts
Publications
University
Relations
149. 149
Division of Budget and Planning
Executive Director of
Budget and Planning
Institutional
Research
Budget Marketing
